Creating a creative and original commercial that people will identify with, enjoy and eventually buy into is a task that is often hit or miss even for the experienced advertiser. These tips from ad experts, however, can help make the process of conceiving and executing a successful television advertising campaign easier and help maximize returns on your airtime investment.
Know Your Target Audience
When you create an advertising campaign, it is most likely designed to publicize a product or service to those who know nothing about it. Target audiences help not only inform the masses of your product but make them want to spend their money on it. For example, if you are selling a line of portable outdoor grills, catering to men ages 20 to 40 during a big sports game that is being televised locally or even nationally would most likely attract much more business than catering to women ages 50 to 65 during a "Golden Girls" rerun. The successful advertiser identifies what demographics would get the most use out of a product and design advertisements with these consumers in mind as the primary audience.
Be Original and Avoid Mentioning Competitors
A completely original advertising campaign, while it may take more time to develop, can pay off much better than imitating a competitor's campaign. While a competitor may have an ingenious advertising strategy, viewers will see the similarities between the two campaigns, giving credence to your competitor's product.
Similarly, don't even mention your competitors in your advertisements. Prove that your product surpasses all competition by its sheer merits and sell the audience a service they can't refuse. If your product can stand on its own, it doesn't need to worry about competitors and neither should your ads.
Keep it Simple and Visual
According to Adam Armbruster, senior partner at Eckstein, Summers, Armbruster & Co. studies have shown that the average viewer is only paying 50 percent attention to any visual stimulation. This means that your TV ad must be visually exciting to catch the attention of a distracted audience member. Have a simple, easy-to-understand ad that everyone can relate to and enjoy.
Let Your Potential Customers Know Where to Go
A great commercial advertising a great product cannot succeed if the customer has no idea obtain the merchandise. Make sure your ad is clear on where the customer can purchase your advertised goods, be it a website or physical location. Some commercials even tease a website without advertising a specific product, just to have people log on and find out what their offer is.
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